Typically many public relations companies will discuss reputation in the context of crisis comms. As if reputation is only something to be considered or strategised for in the event of a crisis. And of course, it goes without saying (almost) that it is wise to have a crisis comms strategy in place to deal with the worst should it arise. But in truth, public relations IS reputation. Everything a company does, from CSR, to consumer activations, to corporate comms, is in aid of the ultimate goal of conveying a “good” reputation. The other big piece of public relations is letting people know that a person, product or service exists, but that awareness-raising still carries the communication of the message of good reputation. Reputation, you see, is “everything” as one of the Kardashians might say.